What Color Is Your Marketing?

As I drove by a hospital construction site today, I chuckled at Angelo Luppino's forklift, cement trucks and other heavy equipment. Luppino has an unmistakeable brand identity: all of his equipment is painted pink. You can't miss his big, burly workers driving and working from pink trucks. And the pink trucks always elicit a response. It's part of his brand. While pink typically evokes femininity, innocence, softness and health, Luppino uses the juxtaposition as a fun element to reinforce his brand.

Color can be a powerful factor in marketing a brand...but no marketing should be attempted without first branding your business and its products. Find out how in our Fast Track to Marketing Mastery Program:
“Stand Out from the Crowd — Create Your Ultimate Branding and Marketing Plan

In the meantime, review your marketing colors to see if they represent your brand identity:

Red evokes aggressiveness, passion, strength, and vitality. In business, it is ideal for accents and boldness or to stimulate appetites.

Orange evokes fun, cheeriness, and warm exuberance. In business, use it to highlight information in graphs and on charts or as an accent color (like we do at boostyourbottomline.com)

Green evokes tranquility, health, and freshness. In business, its deep tones convey status and wealth while its pale tones are soothing.

Blue evokes authority, dignity, security, faithfulness. In business, it implies fiscal responsibility and security and is universally popular.

Purple evokes sophistication, spirituality, costliness, royalty and mystery. In business, it is right for upscale and artistic audiences.

Yellow is an optimistic color that almost always evokes a positive response. Yellow stimulates creative and intellectual energy and gets customers motivated.

Brown evokes utility, earthiness, and subtle richness. In business, it signifies less important items in documents.

White evokes purity, truthfulness, and being contemporary and refined. In business, it enlivens dark colors and can be refreshing or sterile.

Black evokes seriousness, distinctiveness, boldness and being classic. In business, it creates drama and often works well as a background color.

Gray evokes somberness, authority, practicality and a corporate mentality. In business, it is always right for conservative audiences.

What color is your marketing? This week identify whether your marketing colors convey and represent the core of your business -- your brand. As you do your fieldwork, think about those pink cement trucks.